Articles boosts brand awareness

When people are looking for advice on a particular subject, they will often rely on Google and other search engines to deliver the most relevant results.

Regular articles can help your website rank among the top search engine results and drive more customers to your website.

Effective articles contain key phrases that people search for on the internet and help attract backlinks, or links to your site from other sites, which can boost your search engine ranking.

Other sites are more likely to link to interesting articles on your site rather than a general page. This is important because search engines see backlinks as one way to measure a website’s authority, prioritising quality links over quantity.

If you have high-quality, informative articles that are ranking well this will allow your target audience to find you easily and view your brand as an authority. It’s a simple way to start building that trust factor.

Articles support your sales efforts

Articles also support your sales efforts, with research showing 82 per cent of people that consumed marketing content went on to purchase a product or service from a company.

These resources can help sales professionals identify what stage a customer is at in the buying cycle and highlight how your offering solves a problem or need.

When customers are equipped with information and know-how, that empowers them to make informed buying decisions with confidence. This allows them to associate your brand as one that is trustworthy.

Articles act as a soft sell

Nobody likes a pushy salesperson, which is why articles offer a great way to reach an audience in a gentle yet effective manner.

Marketers can use articles as a soft sell rather than a straight-up advertisement or direct sales pitch.

For example, you might want to retarget one of your website visitors with a digital ad that links to a ‘how to’ article about a product that they were looking at. It’s a subtle way to connect with the potential customer to reignite their interest, and because they have already visited your site, they are familiar with your brand.

This extra point of contact, through a retargeted article, could be just the thing that gets them over the line to make the purchase.

Keen to include articles in your marketing mix?

While content marketing can make a big difference for your company, it’s best to incorporate different marketing activities into your mix.

At Assemblo, we see regular articles as part of the fundamentals stage to creating a well-performing marketing plan.